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ST. JOHN'S UNIVERSITY

NEW YORK

GRADUATE SCHOOL OF BUSINESS ADMINISTRATION

Department of Marketing

SYLLABUS

Marketing ManagementSubmitted Spring 2008

Marketing 508Dr. Doherty

DEPARTMENT

Marketing

COURSE NAME

Marketing Management

COURSE NUMBER

MKT 508

COURSE DESCRIPTION

The course focuses on formulating and implementing marketing management strategies and policies. The course provides a systematic framework for understanding marketing management and strategy in an ever changing business environment. Course topics include marketing planning, scanning the environment, growth strategies, understanding and predicting behavior of consumers and competitors, the internet as a strategic resource, global marketing and so forth.

PREREQUISITE

None

CREDIT

3 Credit Course

OBJECTIVES OF THE COURSE

The course addresses strategic issues such as:

  • Identifying Customer Needs
  • Creating Value
  • Segmentation and Targeting of Markets
  • Determining Competitive Advantages
  • Diversification and Acquisition
  • Allocation of Marketing Resources
  • Identifying Opportunities and Threats
  • Identifying Strengths and Weaknesses of the Organization
  • Evaluating Strategic Alternatives
  • Determining the Optimum Promotion Mix (Advertising,
  • Public Relations, Promotion and Sales Force)
  • Pricing Policies and Models

GRADING

Midterm Exam20%

Presentation, Reports, Assignments50%

Final Exam30%

100%

TEXT

TITLE:Marketing Management (12th Edition)

AUTHOR:Philip Kotler and Kevin L. Keller

PUBLISHER:Prentice Hall

COURSE SCHEDULE

WeekReading/Assignments Chapter

1.•Marketing for the 21stCenturyCh.1, References

•Philosophical Orientations

2.•Marketing Strategies, Planning and Chs. 2&3, References

Models

•Portfolio Analysis

•Scanning the Environment

3.•Marketing ResearchCh. 4, References

•Forecasting Models

•Experimental Designs

4.•Analyzing ConsumerMarketsChs. 5&6, References

•Decision Making Models

•Factors Influencing Consumer Behavior

•Creating Consumer Value and Loyalty

5.•Analyzing Business MarketsCh. 7, References •The Government as a Buyer

6.•Segmentation, Targeting and PositioningChs.8,9,10, References

•Brand Equity

•Midterm

COURSE SCHEDULE(continued)

WeekReading/Assignments Chapter

7.•Competitive Market StructuresChs. 11&12, References

•Anticipating Competitive

Moves and Responses

•Identifying Competitors

8-9.•Designing Product and Service StrategiesChs. 12,23,20,22, References

•Introducing New Products

•Holistic Marketing

10.•Managing Value NetworksChs. 15&16, References and Channels

•Managing Retailing, Wholesaling

and Logistics

11.•Developing Pricing StrategiesCh. 14, References

•Pricing Models

•Payments to Intermediate Channels

•Financial Analysis

•Profit and loss Statements and

Breakeven Analysis

12-13•Designing and ManagingChs 17,18,19, References

Integrated Marketing Communications

•Advertising

•Public Relations

•Promotion

•Sales Force

•Internet

14•Global MarketingCh. 21

•Selecting Foreign Markets

•Cultural Dimensions

•Language and Customs

•Standardization versus Customization

Of Products & Services

  1. Final Exam

BIBLIOGRAPHY

  1. Samuel D. Bradley, James R. Angelini and Sungkyoung Lee, “Psychophysiological and Memory Affects of Negative Political Ads”, Journal of Advertising, Vol. 36, No. 4, (Winter 2007), pp. 115-127.
  1. Mira Lee and Ronald J. Faber, “Effects of Product Placement in On-line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention”, Journal of Advertising, Vol. 36, No. 4, (Winter 2007), pp. 75-90.
  1. Abraham Maslow, Motivation and Personality (New York: Harper and Row, 1954), pp.80-106.
  1. Allan D. Shocker, “Determining the Structure of Product-Markets; Practices, Issues, and Suggestions,” in Handbook of Marketing, edited by Barton A. Weitz and Robin Wensley (London, UK: Sage Publications, 2002), pp. 106-125, See also, Bruce H. Clark and David B. Montgomery, “Managerial Identification of Competitors,”Journal of Marketing 63 (July 1999): 67-83.
  1. Anne T. Coughlan and Louis W. Stern, “Marketing Channel Design and Management”, in Kellogg on Marketing, edited by Dawn Iacobucci (New York: John Wiley, 2001), p. 249.
  1. Christopher H. Lovelock, Services Marketing, 3rd ed. (Upper Saddle River, NJ: Prentice Hall, 1996). John E. Bateson, Managing Services Marketing: Text and Readings, 3rd ed. (Hinsdale, IL: Dryden, 1995).
  1. Communication Model for Advertising: Multiple Dimensions of the Source, the Message, and the Recipient,” Journal of Advertising (June 1945): 5-15.
  1. Dean Foust, “How Lowe’s Hammers Home Depot,” Business Week, April 5, 2004.
  1. Demetrios Vakratsas and Tim Ambler, “How Advertising Works: What Do We Really Know,” Journal of Marketing 63, No. 1 (January 1999) 26-43.
  1. Donald E. Schultz, Dennis Martin, and William P. Brown, Strategic Advertising Campaigns (Chicago: Crain Books,1984), pp. 192-197.
  1. David Arnold, “Seven Rules of International Distribution,” Harvard Business Review, (November-December 2000): 131-137.
  1. Ernest Dichter, Handbook of Consumer Motivations (New York: McGraw-Hill, 1964).
  1. Eric Anderson and Duncan Simester, “Mind Your Pricing Cues,” Harvard Business Review (September 2003): 96-103.
  1. Roger J. Best, Market-Based Management, 2nd ed. (Upper Saddle River, NJ: Prentice Hall, 2000) pp. 71-75.
  1. Gary L. Lilien, Philip Kotler and K. Sridhar Moorthy, Marketing Models (Upper Saddle River, NJ: Prentice Hall, 1992).
  1. Frederick E. Webster Jr. and Yoram Wind, Organizational Buying Behavior (Upper Saddle River, NJ: Prentice Hall, 1972), p. 2.

BIBLIOGRAPHY (continued)

  1. David A. Aaker and James M. Carman, “Are you Overadvertising?” Journal of Advertising Research, August-September 1982): 57-70.
  1. Dorothy Cohen, Legal Issues in Marketing Decision Making (Cincinnati, OH: South Western, 1995).
  1. Gerry Khermouch, “Breaking into the Name Game,” Business Week, April 7, 2003, p. 54; Anonymous,“China’s Challenge,” Marketing Week, October 2, 2003, pp.22-24.
  1. Goran Svensson, Beyond Global Marketing and the Globalization of Marketing Activities,” Management Decision 40, no. 6(2002): 574-583.
  1. George S. Day, “Creating a Superior Customer-Relating Capability,” Sloan Management Review 44, no. 3 (2003): 77-82.
  1. Gabriel J. Beihal and Daniel A. Sheinen, “Managing the Brand in a Corporate Advertising Environment: A Decision-Making Framework for Brand Managers,” Journal of Advertising 17 (June 22, 1998):99.
  1. Gary Hamel, Leading the Revolution (Boston: HarvardBusinessSchool Press, 2000).
  1. Jack Neff, “P&G, Clorox Rediscover Modeling,” Advertising Age, March 29, 2004, p.10.
  1. James H. Donnelly Jr., Leonard L. Berry and Thomas W. Thompson, Marketing Financial Services-A Strategic Vision, (Homewood, IL: Dow Jones-Irwin, 1985), p. 113
  1. Jan Callebaut et al, The Naked Consumer: The Secret of Motivational Research in Global Marketing (Antwerp, Belgium: Censydiam Institute, 1994).
  1. James C. Anderson and James A. Narus, Business Market Management: Understanding, Creating and Delivering Value, 2nd edition, (Upper Saddle River, NJ: Prentice Hall, 2004).
  1. Jack Neff and Lisa Sanders, “It’s Broken,” Advertising Age, February 16, 2004, pp. 1,30.
  1. Josephine I.C.M.Woltman Elpers, Michel Wedel, and Rik G. M. Pieters, “Why Do Consumers Stop Viewing Television Commercials? Two Experiments on the influence of Moment-to-moment Entertainment and Information Value,” Journal of Marketing Research 40 (November 2003): 437-453.
  1. Kevin Lane Keller, Susan Heckler, and Michael J. Houston, “The Effects of Brand Name Suggestiveness on Advertising Recall,” Journal of Marketing 62 (January 1998): 48-57.
  1. Laura Q. Hugher, “Econometrics Take Root,” Advertising Age, August 2,2002, p.S-4.

BIBLIOGRAPHY (continued)

  1. Leon G. Schiffman and Leslie Lazar Kanuk, Consumer Behavior, 6th ed. (Upper Saddle River, NJ: Prentice Hall, 1997).
  1. Leonard M. Fuld, The New Competitor Intelligence: The Complete Resource for Finding, Analyzing and Using Information about your Competitors (New York: John Wiley, 1995); John A. Czepiel, Competitive Marketing Strategy (Upper Saddle River, NJ: Prentice Hall 1992).
  1. Louise Lee, “Online Grocers: Finally Delivering the Lettuce,” Business Week, April 28, 2003, p.67.
  1. Laurence H. Wortzel, “Retailing Strategies for Today’s Marketplace,” Journal of Business Strategy (Spring1987): 45-46.
  1. Melanie Wells, “Mind Games,” Forbes, September 1, 2003, p. 70.
  1. Mohan Sawhney, Seven Steps to Nirvana(New York: McGraw-Hill, 2001).
  1. “Market Function and Market Evolution,” Journal of Marketing 63 (Special Issue 1999): 61-63.
  1. Michael E. Porter, Competitive Strategy (New York: The Free Press,1980), pp. 22-23.
  1. Michael E. Porter, Competitive Advantage (New York: The Free Press, 1985), pp. 225-485.
  1. Michael R. Solomon, Consumer Behavior, 6th ed. (Upper Saddle River, NJ: Prentice Hall, 2004).
  1. Michael R. Czinkota and Ilkka A. Ronkainen, International Marketing, 5th ed. (New York: Harcourt Brace Jovanovich, 1999).
  1. Mark R. Forehand and Sonya Grier, “When is Honesty the Best Policy? The Effect of Stated Company Intent on Consumer Skepticism,” Journal of Consumer Psychology 13, No. 3 (2003): 349-356; Dwane Hal Dean, “Associating the Corporation with a Charitble Event Through Sponsorship: Measuring the Effects on Corporate Community Relations,” Journal of Advertising 31, no. 4 (2002): 77-87.